Michigan breweries such as Short’s Brewing Company and Founders Brewing Co. have broadened their offerings by introducing hop water – a non-alcoholic beverage. Charlie Nick | MLive.com

A fresh type of six pack has been appearing in Michigan coolers this summer. It offers the familiar features of being bubbly and hoppy as expected of craft beverages, but comes with a unique twist – it’s non-alcoholic.

Enter: Hop water.

Michigan breweries are joining the trend of non-alcoholic drinks, spurred by the increasing interest in the “sober curious” movement. This shift is influenced by individuals wanting to reduce their alcohol intake or those seeking non-alcoholic alternatives.

Founders Brewing Co., Short’s Brewing Company, and New Holland Brewing each introduced a hop water version on shelves this summer.

Non-alcoholic labels currently represent only a small fraction of total alcohol sales in the United States — not even a full 1% — but the market has been expanding steadily over the years.

In 2023, non-alcoholic drinks reached $565 million in sales, achieving a 35% increase in dollar sales year-over-year, according to market research firm NielsenIQ.

For breweries, hop water is a new creation that utilizes a well-known ingredient.

Hops themselves don’t contain alcohol – that buzzy feeling is born during the fermentation process. Hop water, in contrast, is infused with hops to add the aromatics – that bitterness made famous by IPA-style beers.

Hop waters are not non-alcoholic beers mimicking a lager, stout or hazy IPA. Hop water is its own beverage.

For breweries, adding non-alcoholic to the product lineup isn’t just about being trendy. They have found real value in re-introducing themselves to new and younger audiences, they told MLive.

RELATED: Alcohol-free drinks flow in Michigan as more businesses enter market

Founders Brewing Co., rooted in the heart of Grand Rapids’ Beer City, garnered its reputation and growth from the fervent support of dedicated fans. This fan base originally grew through personal recommendations from that one friend who was enthusiastic about craft beer.

In recent times, the landscape has shifted, with social media now playing the role of influencer, continually pushing recommendations. The online world buzzes with attempts to sway consumer choices, presenting challenges for businesses to genuinely understand consumer behavior.

With the introduction of their new product, Hoppy Mood, Founders aims to attract a broader audience.

“We see an opportunity with consumers choosing to opt out of alcohol, modify their alcohol preferences, or explore beyond traditional beer. These individuals could potentially become enthusiastic supporters too,” explained Sandy Anaokar, Chief Marketing Officer. “It’s about broadening our community.”

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Gen Z, or those born between 1997 and 2012, is leading the non-alcoholic trend.

The latter half of Gen Z has already reached drinking age, but they only make up 6% of beverage alcohol buyers, according to NielsenIQ’s report. Even more telling, 45% say they’ve never consumed alcohol.

Digging deeper into consumer statistics, NielsenIQ found the 45-54 age group and those with income over $100,000 over index for non-alcohol consumption, meaning it’s not just the younger generations looking for moderation.

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Numbers help, but the secret ingredient to the craft beer industry is its heartbeat, said Kerry Lynch, sales director at Shorts Brewing Company.

“I think the second the craft beer industry starts looking at business trends as its primary source of information is the second that is no longer craft,” she said.

The Bellaire-based brewery had the idea for their hop water, Thirst Mutilator, since 2019.

The concept emerged organically as team members began starting families and sought a non-alcoholic drink that maintained a craft quality, according to Lynch.

However, the timing was not right initially due to market conditions and technological limitations, Lynch explained. Nevertheless, the idea persisted.

During the pandemic, the opportunity for a musical collaboration surfaced.

Shorts collaborated with Michigan bluegrass artist Billy Strings, who began his career performing in Northern Michigan at venues such as Short’s Bellaire Pub and Brewery.

Strings has been sober since 2016 and has publicly shared his experiences in his music and through the media, marking a perfect moment to reintroduce hop water, according to Lynch.

In partnership with Strings, Shorts is launching new hop water variants reminiscent of the Faygo beverages typically found in a garage refrigerator, starting with lemon lime in 2022 followed by grape this summer.

RELATED: Short’s Brewing partners with Grammy-winner Billy Strings to release first non-alcoholic beverage

Last year, the product was introduced at Meijer, leading the expansion of what has become a competitive non-alcoholic beverage shelf.

When Short’s introduced grape hop water this summer, their sales for Thirst Mutilator had already doubled from the previous summer, according to Lynch.

“There is a chance that if we had not launched Thirst Mutilator in 2022, and we waited and launched it in 2025, that it wouldn’t work. We might have already missed the opportunity,” Lynch stated. “I often ask our team, is the effort worth the outcome?”

The beverage industry is known for its volatility, with new trends sparking rapidly.

White Claw was released in 2016, marking the beginning of the canned cocktail trend. Presently, even brands like Mountain Dew and Sunny D are offering seltzers.

Short’s and Founders have both forayed in and out of other beverages: seltzers, hard teas and ginger beers, to name a few.

RELATED:Founders reopens Grand Rapids taproom after pouring nearly $1M into renovations

The time when you’d only go to a brewery for a beer is over, said Founders Brewmaster Jeremy Kosmicki.

“We have expanded our own facilities to the point where we can house a lot more people and changing palates are going to force us to do some other things which are not that far out of our wheelhouse,” he said.

You can take beer out of the brewery, but innovation is core to craft.

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